They already knew that appropriate scents can improve the mood of those who wear them. What they discovered, though, as they will describe in a forthcoming edition of the International Journal of Cosmetic Science, is that when a man changes his natural body odour it can alter his self-confidence to such an extent that it also changes how attractive women find him.
— Craig Roberts of the University of Liverpool conducted a study for Unilever, and found that it isn't the fragrance, it's how the fragrance makes you feel. Read more in The scent of a man at the Economist. Many thanks to Jess for the link!